An internationally respected name in auto manufacturing, Jaguar was conceived in 1935, and since then it has had to evolve in order to meet the demands of constantly shifting market expectations. For the present day, this consists of the adoption of lean production strategies, exemplified by its Castle Bromwich factory in Birmingham, a site that, in February 2016, announced plans to grow production through a 360,000 sq. ft. logistical warehouse expansion. Central to this mode of production are ideas pertaining to continuous improvement, standardization and waste minimization. This production line improvement includes the categorization of stages as either profitable or unprofitable, so that positive processes can be maximized and negative processes streamlined. Consequently, as opposed to being asked to spend more hours working, employees are instead tasked with working more intelligently, in order to improve overall productivity